O’Brien worked on the media agency side of the industry for more than 20 years, building up Total Advertising which eventually successfully relaunched as Omnicom’s Australian operation of PHD.

Network Ten chief executive James Warburton said: “Barry needs little introduction. His reputation, experience and comprehensive understanding of the media planning and buying process, plus his long-standing relationships across the media and marketing industries, will be invaluable for Network Ten.

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“Barry is a proven leader and will provide direction for the Sales team, while nurturing the next generation of Sales executives at Ten.”